QF employs the power of storytelling to narrate the FIFA World Cup Qatar 2022™ experience

Aspiring storytellers will be given the opportunity to showcase their unique perspectives of Qatar ahead of the FIFA World Cup Qatar 2022™ through a new program, GOALS, that is being organized by Qatar Foundation. The Generation Amazing Foundation, The Sports Creative, Goal Click, and Al Salam International.

GOALS, which launched this week, will see selected storytellers – who range from workers and students to artists and football coaches – tell inspiring stories of football culture and community in Qatar through photography, written and spoken word, and video.

The storytellers, chosen in collaboration with Qatar Foundation (QF) and Generation Amazing – a legacy initiative of the FIFA World Cup Qatar 2022™ – represent more than 18 nationalities.

“We are delighted to be launching GOALS alongside Generation Amazing, The Sports Creative, Goal Click, and Al Salam International,” said Mayan Zebeib, Chief Communications Officer of Qatar Foundation.

“This project will allow people from across the country to narrate their experience of the FIFA World Cup Qatar 2022™ journey – from the initial announcement to the event itself. The aim is to showcase what this whole experience means to them, to their communities, and to the nation.

“Through a series of masterclasses, we will equip every participant with the skills to capture these experiences. Ultimately, through this program, we hope to educate and inspire the next generation of storytellers.”

The stories will be displayed within QF’s Education City and other locations during the FIFA World Cup Qatar 2022™, which takes place from November 21 to December 18. And following the tournament, the exhibition will tour key global cities and major events in 2023, sharing Qatar’s World Cup stories and the impact of the tournament with the world.

Nasser Al Khori, Programmes Director at Generation Amazing, said “We’re thrilled to see the launch of GOALS. The program will enable stories to be told that highlight human interactions and experiences in a truly compelling manner.

“Providing a platform for new narratives and storytelling is at the forefront of what we do at Generation Amazing. I very much look forward to seeing these stories manifest around the world.”

Matthew Barrett, Founder of Goal Click, said: “The FIFA World Cup Qatar 2022™ has dominated the world of sports news and opinion since 2010. But the voices of the people living and working in Qatar – local and ex-pat, male and female – have been largely unheard. GOALS aims to give those people the power and freedom to tell personal stories of their lives in Qatar during this landmark year - from their own perspectives. 

“The GOALS storytellers will give a raw and real look into local culture and community, in a way no one from outside Qatar could do. The stories will offer a fresh perspective, challenging existing perceptions and stereotypes of a country about which everyone has an opinion.”

Joe Hewitt, CEO of The Sports Creative, said: “Qatar is home to a diverse ecosystem of powerful stories, each offering a unique reflection of this important World Cup year. GOALS will tell these stories through the voices, values, hopes, and dreams of each individual storyteller – and the program will provide them with the skills to document a year that will never be forgotten.

“By focusing on their goals, their voices, and their choices, this experience will empower them to tell their story to the world, now and in the future.”

Abdulsalam Abu Issa, Chairman and Chief Executive Officer of Salam International, said: “With the highly awaited FIFA World Cup Qatar 2022™ just around the corner, we are proud to kick off GOALS.

“This year, as we are celebrating our 70th anniversary, we continue to work towards aligning with Qatar’s developmental goals and look forward to witnessing another successful milestone of our country, with GOALS.

GOALS will also have a legacy of its own, with Qatar Foundation and Generation Amazing providing training to community coaches and leaders that will help young people in Qatar find and explore their identity through storytelling.

To view some of the stories online – or for more information about GOALS – please visit: www.qf.org.qa/community/goals 

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